Comprehensive E-Commerce Evaluation: Usability, Delivery, and Consumer Experience
product and Retail Intelligence
Real-time intelligence for pack and product performance through e-commerce.
Project Background
Our client in Italy aimed to conduct a comprehensive E-Commerce store check in Europe. The objective was to evaluate the performance of three E-Commerce channels by placing multiple orders and assessing various metrics. Each channel was to have 20 orders placed per city with 6 cities per country with predefined products and quantities. The focus areas included E-Commerce performance, First Moment Of Truth (FMOT), and Second Moment Of Truth (SMOT)
Client Objectives
- Assess the usability and information quality of the E-Commerce websites.
- Evaluate the delivery times and the quality of the delivered packages.
- Analyse the product appeal, packaging, and any damages upon delivery.
- Specifically examine the opening experience, appearance, smell, taste, and texture as part of SMOT.
Our Solution
- We devised a strategic approach to meet the client’s objectives effectively using our in house Qualx platform and reporting using our customised data portal:
- Researcher Deployment: Researcher based in 6 cities per country were tasked with conducting the E-Commerce store checks.
- Order Placement Strategy: Orders were placed at different times and days over four weeks to capture a comprehensive view of the E-Commerce services.
Detailed Assessment Metrics:
- E-Commerce Performance (POS): Evaluated website usability, delivery times, and quality of delivery packages.
- First Moment Of Truth (FMOT): Assessed product appeal on the website, packaging quality, and noted any damages upon delivery.
- Second Moment Of Truth (SMOT): Focused on the opening experience, appearance, taste, smell, and texture of the product.
Outcome
How did this service help our client?
By implementing this detailed and structured approach, the client achieved several benefits:
Comprehensive Insights: The auditors provided detailed feedback on the usability and efficiency of the E-Commerce platforms.
Enhanced Customer Experience Analysis: The evaluations of FMOT and SMOT provided valuable insights into the consumer experience from online purchase to product usage.
Operational Efficiency: The strategic placement of orders allowed the client to identify any inconsistencies or areas for improvement in their E-Commerce operations.
Data-Driven Decisions: The collected data empowered the client to make informed decisions to enhance their E-Commerce service and product offerings.
